The document provides an agenda for the "Most Contagious 2014" event. It discusses several movements to watch in 2014 including how social media has impacted social movements and the balance of privacy versus security. It also covers topics like the future of artificial intelligence, creating effective content strategies, using data to understand audiences, and the future of cities.

1. M O S T C O N TA G I O U S 2 0 1 4
2 / 2 / 1 5

2. A G E N D A
Movements to Watch
Creating Effective Content
Utilizing Data
World Cup: A Lesson in Planning and Agility
Empowerment
The Future of Cities
Technology Exhibits
The World in 2015

3. M O V E M E N T S T O WAT C H

4. • Tension is the Confrontation of Self
• Adversity is focused on facing ones own limitations and
impact on loved ones
• Resolution is about the acceptance, celebration of the self
and finding your place in the world
• Stories are focusing on female protagonists where
male characters are only in supporting roles
F R O Z E N - B L O O D I S T H I C K E R T H A N I C E
E V O LV I N G S T O RY L I N E S

5. • Social media allows for people to easily participate in
social movements
• Allows for quick iteration and learning around what
does and doesn't work
• Raises questions around how it’s success will impact
the perceptions of youth on the ease of affecting social
change thinking that simply retweeting with cause
lasting impactful change
C A N L O L C H A N G E T H E W O R L D ?
T H E I M PA C T O F S O C I A L M E D I A O N M O V E M E N T S

6. • The public is becoming more and more sensitive to
infringements on their personal privacy
• Companies are recognizing this and defaulting to
“opt-in” rather than “opt-out” structures
• Governments are struggling to balance this desire
for personal privacy with the nation’s security
realities
P E A C E C O S T S P R I VA C Y
B A L A N C I N G P R I VA C Y A N D S E C U R I T Y

7. • A.I. is increasingly being integrated into our lives
and replacing human oversight
• Some fear that this rise in A.I. will make human’s
obsolete
• Others claim that this will be similar to other
technological evolutions with A.I. taking over some
tasks allowing humans to focus on problems A.I. is
not practical for and/or efficient at
A . I . G I V E T H A N D TA K E T H
T H E R I S K S A N D B E N E F I T S

8. C O N T E N T

9. You can’t
!
But there are some tips to increase
effectiveness
H O W T O P R E D I C T W H AT C O N T E N T
W I L L B E S U C C E S S F U L

10. • Brands create too much content
that isn't any good
• We need to do a better job of
editing and only providing content
when and where it makes sense
L E A R N T O E D I T

11. • Consumers want to connect with brands that have values that
align with their personal ones
• Ensure all your brand communications align with and clearly
convey your brands purpose for existing
E X P R E S S Y O U R B R A N D ’ S VA L U E S

12. W R E N “ F I R S T K I S S ”

13. • Understand how they watch
• Are they with friends, alone, second screening, etc.
• Understand their motivations and desires
• Create content that integrates with those behaviors and
motivations
D I S T R I B U T I O N I S K E Y
K N O W Y O U R A U D I E N C E S B E H AV I O R S A N D M O T I VAT I O N S

14. K N O W Y O U R A U D I E N C E A N D C R E AT E S O M E T H I N G U S E F U L

15. D I S T R I B U T I O N I S K E Y
M I C R O - TA R G E T I N G I S N ' T A LWAY S T H E A N S W E R
• Being interesting to everyone while hyper relevant to your
primary target can be an effective strategy
• Utilizing the masses to share the interesting content,
providing unpaid reach and getting it in front of more of
the primary target

16. B E C O M E A R E S O U R C E
• Unilever hair care division noticed that the
majority of hair related internet searches
were unbranded. Consumers were looking
for tips and trends not products
• Instead of advertising products, Unilever
set out to become the top destination for
hair related information
• Created “All Things Hair” YouTube
channel, partnered with well known
stylists/bloggers to provide tips and
advice

17. O N LY S P E A K W H E N Y O U H AV E S O M E T H I N G T O S AY
Good Meh Oops

18. D ATA

19. • Data doesn't provide answers but it
does provide hypotheses and
starting points
D ATA I S N O T A N A N S W E R

20. • The Louve partnered with IBM to
track the movements of gallery
visitors in order optimize their
exhibits
D ATA I S VA L U A B L E W H E N I N T E R P R E T E D A N D
S M A R T LY A P P L I E D

21. • Foxtel’s AlertShirt allowed people
watching rugby matches to “feel”
what was happening
A N D T R A N S F O R M E D I N T O S O M E T H I N G
I N T E R E S T I N G

22. O R A N A N S W E R C O N S U M E R S A R E S E E K I N G

23. D ATA C A N B E T H E B A S E F O R S O M E T H I N G E M O T I O N A L
“ S O U N D S ’ S O F H O N D A AY R T O N S E N N A ”

24. W O R L D C U P 2 0 1 4 :
A L E S S O N I N P L A N N I N G A N D A G I L I T Y

25. Y O U C O U L D N ' T F U L LY P L A N F O R T H E W O R L D C U P

27. #BESTWORLDCUPEVER

28. #COMEBACKWORLDCUP

29. S O W H AT D O Y O U D O ?

30. H AV E A D E TA I L E D A N D A G I L E
C O N T E N T S T R AT E G Y
• Adidas created a content bible which
included planned anticipated content
• They also detailed plan of how to
create content in reaction to real time
events

31. H AV E A C L E A R P U R P O S E : C R E AT I N G
C O N N E C T I O N S W I T H T H E B R A N D TA K E P R I O R I T Y
• Adidas’ main goal at the World Cup was to be the most
talked about brand and have #allinornothing lead the
conversation
• Which meant that individual products took a back seat at
times

32. C R E AT E Y O U R O W N S T O R I E S
• Adidas created a Twitter handle for
the brazuca ball that commented
on matches with personality
• Became a go to source for color
commentary of matches

33. R E M E M B E R Y O U R N O T T H E M A I N AT T R A C T I O N
• People engage with the World Cup at an extremely
emotional level, your content is only relevant to the extent
that it compliments and enhances that experience

34. E M P O W E R M E N T

35. T H E M O R E M E D I A
A G I R L C O N S U M E S ,
T H E F E W E R
O P T I O N S S H E
B E L I E V E S S H E H A S
I N L I F E ( G E E N A D AV I S
I N S T I T U T E O N G E N D E R I N M E D I A )

36. W H I C H L E D T O T H E C R E AT I O N O F
T H E L E A N I N C O L L E C T I O N O F
I M A G E S O N G E T T Y
B U T T H I S S H O U L D J U S T B E
T H E S TA RT

37. W E N E E D T O S H O W F E M A L E S
A S P O S I T I V E R O L E M O D E L S

38. T H AT T H E Y ’ R E N O T P E R F E C T A N D T H E Y A R E N ’ T
B O T H E R E D B Y I T

39. R E M E M B E R S H E ’ S
N O T A P R U D E

40. T O O L S :
B R A N D S A R E E N G A G I N G W I T H C O N S U M E R S A N D S H A R I N G
T O O L S T O S O LV E T O U G H P R O B L E M S

41. E N H A N C I N G P E O P L E S C A PA B I L I T I E S :

42. T H E F U T U R E O F C I T I E S

43. B R A N D S H AV E T H E P O W E R T O A D D R E S S T H E
P R O B L E M S FA C I N G C I T I E S

44. S PA C E
!
M U J I H A S PA R T N E R E D
W I T H W O R L D
R E N O W N E D
A R C H I T E C T S T O
C R E AT E P R E FA B
H O M E S I N J A PA N

45. S A F E T Y

46. U S A B I L I T Y

47. T E C H N O L O G Y E X H I B I T S

48. N E X U S P R O D U C T I O N S

49. N E X U S P R O D U C T I O N S

50. P O RTA L
E N T E RTA I N M E N T

51. F I R E C H AT

52. H O I N T E R

53. T H E W O R L D I N 2 0 1 5

54. N AT I O N A L G D P S A R E E X P E C T E D T O G R O W
E X C E P T I N W E S T E R N E U R O P E A N D J A PA N

55. W O R L D ’ S E C O N O M I C C E N T E R
C O N T I N U E S T O S H I F T E A S T

56. C H I N A’ S
O U T G O I N G
I N V E S T M E N T S
W I L L M AT C H
A N D S U R PA S S
I N C O M I N G

57. C H I N A W I L L M AT C H T H E U . S . I N
P U R C H A S I N G P O W E R

58. C H I N A W I L L PA S S T H E E . U . I N
D E F E N S E S P E N D I N G

59. T H E U . S . W I L L O V E RTA K E S A U D I
A R A B I A I N O I L P R O D U C T I O N

60. I N T E R N E T A D V E RT I S I N G W I L L
PA S S P R I N T, M A G A Z I N E A N D O O H

61. S A L E S O F TA B L E T S / H Y B R I D S W I L L
PA S S T H O S E O F D E S K T O P S / L A P T O P S

62. T H E R E W I L L B E M O R E M O B I L E P H O N E S U B S C R I P T I O N S T H A N
P E O P L E

63. FA C E B O O K U S E R S W I L L
O U T N U M B E R C H I N A’ S P O P U L AT I O N

64. E L I Z A B E T H W I L L B E C O M E T H E L O N G E S T
S E R V I N G M O N A R C H I N U . K . H I S T O RY

65. T H E P O P U L AT I O N P Y R A M I D
C O N T I N U E S I T S I N V E R S I O N

66. G L O B A L
WA G E
C O S T S
W I L L
R I S E